The Game Between Agents And Brands Is Surging In &Nbsp; What Is The Fate Of These Couples?

Under the expectation of inflation, the game rules of brand agents are changing, the order meeting will be ahead of schedule, the publicity fee will be cut, and the agents and brand players will be able to adjust their brand names.

Dialogue guests

Wang Jiageng, general manager of Chengdu Remy Garments Co., Ltd.

Liu Liansuo, general manager of Beijing Liu Shang dress and adornment Co. Ltd.

Wu Lianying, deputy general manager of Beijing branch of national suit

Li Dongming, planning manager of Zhengzhou cloud top Clothing Co. Ltd.

Inflation changing game rules

Net reporter: will the decline of market purchasing power also test the cooperation between brand dealers and agents for the increasingly severe inflation situation?

Wang Jiageng: we are now representing 8 brands, Satchi and Brant. We have been acting for seven or eight years, and have also acted on 6 other brands.

Under the inflation expectation situation, the cost increases cause us not little pressure, but honestly, the brand pressure is not smaller or even more difficult than ours, so they can not give us any discount.

Some brands also advance the order, originally in autumn and winter.

Originally, the brand can subsidize some decoration fees, advertising fees and so on. Now it has been changed to achieve a certain purchase amount to subsidize the publicity fees, such as ordering 10 million yuan, which can subsidize 5%.

Brand dealers pass the sales pressure on us, asking us to have a guarantee.

Wu Lianying: as a matter of fact, we offer preferential policies to long-term cooperative agents every year, but we do not give them special benefits because of inflation.

At present, the average time of cooperation among Chinese Western-style clothes agents is more than 6 years. They are familiar with each other, and the agents do not make any requests.

The difficulty of survival is only subjective cognition under objective situation.

In any Chinese market, or brand, there will be plenty of room for growth, so the difficulty is relative.

Our agents also recognize this, and their profits increase every year.

Li Dongming: we will not give the agents very specific preferential policies. Inflation expectations, our cost is also increasing, it is difficult to price concessions.

As for last year, ESEY's sales increased by a large margin. Of course, we expect growth to slow down this year.

Under such circumstances, everyone is very difficult, but we have worked with our current agents for many years, and we know each other and are tied up in difficult times.

Pursuit of "strong" brand

Reporter: will the agent's brand strategy be adjusted due to inflation expectations?

Wang Jiageng: we will shift the pressure of inflation through online sales and group buying. Virtual space does not require substantial investment from physical stores. Of course, we have not planned to shrink stores.

Inflation is highlighted, our pressure is big, profits are thin, but in fact, the market capacity is also expanding.

This year, we will represent some women's wear brands. Men's and women's wear business models are different. But women's clothing sales are effective and can be seen in a short time. This is also a way to deal with difficulties.

In anticipation of inflation, some brands are affected by cost control, which leads to shipments, design capabilities, brand publicity and market development.

So we are considering abandoning the brand with poor efficiency.

Making agents brand structure more diversified is now the common choice of agents after reaching a certain scale.

For us, we will increase investment in the field of casual wear. In the future, we will focus on foreign leisure brands in the new China market. We will be interested in GAP's new China market.

Our judgement for the future is that inflation pressure will still exist in 35 years, and rents and labor costs will continue to rise.

It can be said that the strength, reputation and service of the brand have become the key to winning the battle.

In recent years, foreign brand enterprises have changed some operation modes after entering the Chinese market, which has reduced the pressure on agents.

For example, some international brands such as H&M, ZARA and so on are very famous. They can help agents coordinate with the department stores.

A brand that has enough strength and capital will allow agents to save much of their communication with shopping malls.

Liu Liansuo: agents are facing more pressure than brands.

However, we do not plan to replace the brand in hand now, because these agency businesses are profitable.

I have not yet set a clear goal for the future development of the company.

On the one hand, the brand is not allowed to sell on the Internet, so the virtual channel will not work.

On the other hand, it also depends on the changes of the surrounding environment. Some of the agents I know start to create their own brands because they all see the strength of being a brand.

Net reporter: and as a brand dealer, how will you "stabilize" high-quality agents in the new situation of the domestic market?

Wu Lianying: we certainly hope that the agents will make more money. Although the inflation situation is more severe now, inflation is not only available at present, but only in the recent period, and the situation in the future may be even more severe.

Therefore, what we can do is to help agents increase sales, and provide support from three aspects: terminal image, product configuration, image and service.

Li Dongming: we will send special personnel to give guidance to agents in coping with market changes, team building and market development.

At present, the training effect is obvious, it can help agents understand the company strategy and do well in the implementation of the work.

In March, we will also organize agents to participate in a training program in Hangzhou, which costs 300 thousand yuan. We will give agents ideas in the way of thinking and operation.

Training like this has been done by our company before, but it has not become scale like this now.